The Essential Guide to Corporate Video Production

This comprehensive guide will walk you through the essentials of corporate video production, from understanding your audience to what happens in the post-production process, all while exploring the myriad benefits that a well thought out video can bring to your business.

Understanding Your Audience

The foundation of any successful video lies in a deep understanding of the target audience. Before the camera starts rolling, it’s essential to ask: Who is this video for? Understanding your audience goes beyond basic demographics, it involves knowing their pain points, preferences, and what motivates them. Are they potential customers, existing clients, investors, or internal stakeholders? Each audience segment requires a tailored approach.

For instance, a product demo aimed at tech-savvy consumers will differ significantly from a company culture video intended for potential employees. By defining your audience, you can ensure that the content, tone, and style of your video resonate with them. This alignment not only makes the video more engaging but also more effective in achieving its goals, whether it’s driving conversions, enhancing brand loyalty, or educating the audience. 

Setting Clear Objectives

Once you’ve identified your audience, the next step is to define the objectives of your video. What do you want the video to achieve? Common objectives for corporate videos include:

• Brand Awareness: Introducing your brand to a wider audience.
• Product Promotion: Highlighting the features and benefits of a new product.
• Customer Education: Explaining how to use a product or service.
• Internal Communication: Conveying company updates or training materials to employees.
• Lead Generation: Capturing the interest of potential customers and guiding them down the sales funnel.

Having clear objectives helps in shaping the narrative and ensures that every element of the video, from the script to the visuals, serves a purpose.

Types of Corporate Videos

Corporate videos come in various formats, each designed to serve a different purpose. Here are some of the most popular types:

1. Brand Videos

• Purpose: Communicate your brand’s story and values.
  
• Use Cases: All companies small and large.
  
• Example: A cinematic run through of what you company is all about or a day in the life at your company.
  

 2. Product Demos

• Purpose: Showcase a product’s features and benefits.
• Use Cases: Consumer electronics, software, retail products.
• Example: A video demonstrating the key features of a new smartphone.

3. Testimonial Videos

• Purpose: Build credibility and trust by featuring satisfied customers.
• Use Cases: Service based companies.
• Example: A video featuring a client talking about how your services helped their business grow.

4. Company Culture Videos

• Purpose: Highlight the company’s values, work environment, and team.
• Use Cases: Recruitment, employer branding.
• Example: A behind-the-scenes look at your company’s office, featuring interviews with employees.

5. Training and Onboarding Videos

• Purpose: Educate employees on processes, tools, or company policies.
• Use Cases: Human resources, large organisations, franchising.
• Example: A video outlining the steps new employees need to follow during their first week.

6. Short Documentaries

• Purpose: Showcase the company’s commitment to a cause.
• Use Cases: Public relations, non-profits, socially responsible brands.
• Example: A video documenting a company’s involvement in a community outreach program.

Each type of video serves a unique purpose, and choosing the right one depends on your business goals, audience, and the message you want to convey. 

The Production Process

Creating a corporate video is a multi-step process that requires careful planning, execution, and refinement. At The Ground We Walk On we handle and oversee all of the following steps however here’s a breakdown of the key stages that need to be considered:

1. Pre-Production

• Planning: This is the blueprint phase, where you define the scope of the project, set a budget, and outline the objectives. 
• Scripting: A well-written script is the backbone of your video. It should be concise, engaging, and aligned with your brand voice. 
• Storyboarding: A storyboard is a visual representation of your script, scene by scene. It helps the team visualize the flow of the video and ensures that everyone is on the same page.
• Casting and Location Scouting: If your video involves actors or specific locations, this is the time to finalise those details.

2. Production

• Filming: This is where your vision comes to life. During filming, it’s crucial to pay attention to details like lighting, camera angles, and sound quality. The goal is to capture high-quality footage that requires minimal post-production work.
• Directing: The director plays a pivotal role in guiding the talent, ensuring that the scenes align with the storyboard, and maintaining the desired tone of the video.

3. Post-Production

• Editing: In this phase, the raw footage is edited to create a cohesive narrative. This includes cutting unnecessary scenes, adding transitions, and ensuring a smooth flow.
• Sound Design: Sound is critical for creating an immersive experience. This may involve adding background music, sound effects, or enhancing the dialogue.
• Color Correction and Grading: Adjusting the colours in your video can significantly impact its mood and tone. Colour correction ensures consistency, while colour grading can add a specific look or feel to the video.
• Graphics and Special Effects: Depending on the type of video, you may need to add graphics, animations, or special effects to enhance the content.
• Final Review and Approval: Before the video is distributed, it should go through a final review process. Gather feedback from key stakeholders to ensure that the video meets its objectives and aligns with the brand.

 

Benefits of Corporate Videos

Corporate videos offer a wide range of benefits, making them a worthwhile investment for any business. Here are some of the key advantages:

1. Enhanced Brand Perception - A well-produced video can significantly improve how your brand is perceived. It adds a level of professionalism and credibility that other forms of content lack.
2. Increased Engagement - Videos are one of the most engaging types of content, often leading to higher interaction rates than text or images. People are more likely to share, comment, and engage with video content, increasing your brand’s visibility and reach.
3. Higher Conversion Rates - Videos are incredibly effective at driving conversions. According to studies, landing pages with videos can increase conversion rates by up to 80%. Whether it’s a product demo or a customer testimonial, videos can guide viewers toward taking action, such as making a purchase or signing up for a service.

4. Versatility - Corporate videos are versatile and can be used across various platforms, including your website, social media channels, email campaigns, and even in-person presentations. This flexibility makes them a valuable asset in your marketing toolkit.
5. Strengthened Customer Relationships - Videos have a unique ability to convey emotion and build a connection with the audience. By showing the human side of your business, whether through behind-the-scenes footage or customer stories, you can foster a stronger relationship with your customers. 

Corporate videos offer a dynamic and effective way to capture and retain your audience’s attention. They not only help in conveying complex information in an easily digestible format but also in building a stronger connection with your audience. Whether you’re looking to enhance brand perception, drive more traffic to your website, or increase conversions, investing in corporate video production can yield significant returns. 

Whether you’re new to video or looking to refine your existing marketing strategy, there’s no better time to start creating and sharing your stories. Consider creating a video that aligns with your marketing goals and watch as it transforms your business.

Learn more about our video production services.

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At The Ground We Walk On, we don't just create - we find and solve problems. 

Angus Downer
Founder

 

 

If you would like to have a chat about how we can help you with your corporate video needs, please don't hesitate to reach out for a no obligation chat.

Email: angus@thegroundwewalkon.com.au 
LinkedIn: https://www.linkedin.com/in/angus-downer/